Streaming is still an ample opportunity over the coming years, both domestically and in international markets. Roku has expanded outside the U.S. and become the leading TV system in Mexico. Advertisers are still catching up as consumers cut the cord. According to a report by TVREV, ad spending on streaming will surpass broadcast TV by 2025 and could shift to nearly 70% by 2027. That sounds like continued growth ahead for companies like Roku.

Last year, Paramount and Warner Bros. Discovery both announced they would offer ad buyers measurements from Nielsen alternatives VideoAmp, Comscore, and iSpot.tv.

While Roku's player segment generated just $269 million in device sales through the first three quarters of 2022, Vizio sold $988 million of TVs and devices in the same period. Roku's total revenue topped $2 billion through the first nine months of the year, so if it can reach a scale closer to Vizio's level of sales as an example, TVs could provide a major revenue boost for the company.